Case studies

Client

VETOQUINOL NORTH AMERICA

MandatE

Launch a new bioequivalent (generic) product

MarKET

Canada

TARGET

Cattle, pork and milk producers across Canada, as well as veterinarians practising in this industry.

CHALLENGES

Targets with very different cultural references
Business-to-business campaign
Bilingual

MEdia

Trade magazines
Direct mail
Online game
Activation

RESULTS

Six months after launch…


90%

Product recognition rate among target audiences

23%

Market share up 23%

Vetoquinol’s Canadian subsidiary went from 3rd to 2nd rank in terms of overall sales (all products) worldwide thanks to this unique ad campaign.

vetoquinol

A campaign people like

Our idea was to take the client out of its comfort zone to hit a whole new angle. We moved away from the more traditional visuals that often focused on cowboys kicking up dust while corralling cattle, with a conservative message from the manufacturer. Why couldn’t the beneficiaries themselves send a message? That’s right, the animals! So, we created a campaign where animals tell the producers that they feel great thanks to the product.

That product was Ceftiocyl. This was no easy task and an equally challenging concept. We therefore had to draw greater attention to the benefits and the product’s new visual impact. The result was hyperrealistic images showing cow and pig hooves in a “thumbs up” pose, as if to say: “Like!” We like it, too!

Client

LOUE FROID / HVAC RENTALS

MandatE

Create a digital performance platform to maximize conversions and optimize business development by increasing phone call volumes through an online campaign.

territoRIES

GTA
Windsor

TARGET

Commercial and residential sectors

MEdia

Web

REsults

Monthly


ReTURN PER TARGET

900
hits

Conversion

25 forms per month + 25 calls


243%
more returns than the industry average

4.81%
CTR

1.40%
Industry average

CLIENT

Desjardins Insurance offers car and home insurance coverage.

MISSION AND APPROACH

To deploy a successful acquisition campaign through a non-addressed geo-targeted postal mailing, contributing to tenders and sales objectives.

Optima conducted a complete analysis of the Desjardins Insurance client database. Thanks to our segmentation tool Focus®, we have determined the “typical” client profile based on numerous variables and then identified non-clients with the same profile across the province. The analysis allowed us to determine the mail routes where the product possession rates were lowest and where responsiveness to previous postal mailings was highest. We also adapted the search engine marketing strategy by increasing the bids on the FSA* targeted by the postal mailing.

*Geographic area represented by the first three characters in the postal code.

REsults


Success rate among the target clientele :

6,9%


increase over the equivalent evaluation period.

In terms of profitability, the sales made in the selected group have an average CLV (customer lifetime value) of :

14%

above the CLV of the average sales made over the same period.



Market

Province of Québec

Target

The Focus® profile targeting focused on households most likely to request a quote. The target was refined according to several criteria such as language spoken at home, highest CLV potential (customer lifetime value), product possession, socio-demographic profile, etc.

CReative

Our communication strategy relied on the simplicity of doing business with Desjardins Insurance thanks to its simplified quotation tools. The “double contract” discount was introduced as the main incentive to highlight the competitive pricing offered. By focusing on the simplicity and the speed of getting a competitive price, we hope to encourage customers to test the tool and provide us with their renewal date so that we can contact them at the right time the following year.

TACTics / Media

  • Non-addressed postal mailing with Canada Post : 330,605 households targeted regrouping segments identified as having a high potential to request a quote (cross-checking of the quote rate, the success rate, the profitability rate and the penetration rate).
  • Search engine advertising (SEA) campaign – Increase in bids in cost per click according to the FSA* targeted by the postal mailing.

In sum, the segmentation was conclusive. The targeted clients purchased Desjardins Insurance products more than others, in addition to being more profitable clients. The “direct marketing” channel was optimized to target the greatest potential for clientele, at relatively low costs.

 

 

Winners at the 2018 GALA Flèches d'or !

Desjardins Insurance and the Optima Agency are proud about winning the FLÈCHE D’OR in the Acquisition – Insurance and financial services category at the 2018 Gala Flèches d’or, for our targeted relational marketing campaign with our Focus® segmentation tool.

The Gala Flèches d’or, organized by the Association du Marketing Relationnel (AMR), annually rewards the biggest relational marketing campaigns in Québec, in B2B and B2C : acquisitions, loyalty, digital technology, social media and direct mailing advertising.